There’s an interesting article on Internet Retailing
about new research in to shoppers buying habits. Shoppers coming out of large high street branches in London were quizzed, and it was found almost half of them came out empty handed and of those, around 25% planned to go online and purchase the product instead.
It is an interesting quandary for multichannel retailers from a marketing perspective and raises the question of how they fulfil their customers needs vs. store targets. Do they install instore terminals for customers to purchase online when products cannot be found instore. From a source of sale point of view, where are the sales attributed to – the store or the website?
It may seem like a trivial matter, but in these leaner times, store rivalry and marketing budgets mean every sale counts but it must never be at a detriment to the customer.